Strategic Marketing Management for The Pacific Region

Chapter 1: Introduction to marketing Strategies

Chapter 2: Strategic tools and perspectives

Chapter 3: Defining and analysing product-markets

Chapter 4: Defining and analysing customer-markets

Chapter 5: Strategic Marketing Positioning

Chapter 6: Time as a competitive variable

Chapter 7: Generic marketing strategies

Chapter 8: Product management

Chapter 9: Distribution strategy

Chapter 10: Pricing strategy

Chapter 11: Marketing communications

Chapter 12: Sales management and direct marketing

Chapter 13: Preparing and implementing the marketing plan

Regional Case Studies

Strategic Marketing Management for the Pacific Region by Cravens, Merrilees and Walker, is the first Australasian adaptation of the highly successful US Strategic Marketing text by acclaimed author David Cravens. The adaptation of Cravens will not only develop information already employed by the US version of the text, but will offer many unique features developed specifically for the Australian, New Zealand and South East Asian local markets.

The adaptation by Merrilees and Walker will give students and lecturers a more comprehensive strategic approach to marketing management in the Pacific region. Using localised case material and research data, along with a redevelopment of the Cravens frame, the first Pacific Region edition will redefine a comprehensive notion of strategy for our market.